Introduction

Where Modern Femininity Takes Center Stage
In an era where fashion serves as a bridge across cultures, Shushu/Tong emerges as a beacon for those who embrace the complex allure of femininity, reimagining it with a blend of boldness and softness. Founded in 2015 by designers Liushu Lei and Yutong Jiang, this Shanghai-based brand channels a new vision of style rooted in Eastern heritage yet fluent in the language of Western avant-garde. “We live in an age of unparalleled interconnectivity,” Lei observes. “In Shanghai, I sensed a new generation emerging—a creative force blending tradition and innovation.” That force pulses through every Shushu/Tong collection, from nostalgic themes of ‘90s girlhood and Japanese manga to their most recent 25SS collection, titled “The Pleasure of Rejection,” which explores themes of individuality and resilience with a signature Shushu/Tong twist.

Defining a Unique Appeal: High Fashion with a Rebellious Streak
Shushu/Tong is more than a fashion brand; it’s a world of playful contradictions, where femininity embraces a rebellious spirit. Lei and Jiang describe their aesthetic as “ultra-feminine with a touch of playfulness and sensuality.” In Shushu/Tong‘s pieces, delicate ruffles, oversized bows, and voluminous silhouettes blend seamlessly with wearable structures, creating a luxurious yet approachable style. This narrative-rich, artistic appeal has struck a chord with those who seek authenticity in fashion, giving rise to a new icon of culturally infused luxury.

The Creative Journey of Founders Liushu Lei and Yutong Jiang
Lei and Jiang’s shared journey traces back to Chengdu, where they first crossed paths before enrolling at Donghua University in Shanghai and later at the London College of Fashion. As roommates, they combined their creative energy and ambitions, eventually co-founding Shushu/Tong from their shared apartment. Internships with esteemed brands like Erdem, Miu Miu, and Simone Rocha introduced them to the art of detailing and structure, which has become Shushu/Tong‘s signature. “Working with Simone Rocha taught me to see romance in every detail,” recalls Lei. Together, their unique experiences led them to create a brand that’s both bold and intimate, bridging their Eastern roots with Western sensibilities.

Why Shushu/Tong Matters: Redefining Modern Femininity
Shushu/Tong doesn’t just design clothing—it redefines what it means to be feminine today. In their collections, Lei and Jiang explore the idea of a “modern sophisticated woman with a girly heart,” as described in Jing Daily. Each piece speaks to a new, more nuanced femininity that defies traditional roles, creating a wardrobe for those who embrace complexity and strength. As Jiang notes, “We are a mix of everything, not just Chinese culture. It’s up to us to build something new.”

Founding and Background

Origins in Shared Passion and Cultural Discovery
The seeds of Shushu/Tong were sown at Donghua University, where Lei and Jiang discovered their shared passion for fashion and storytelling. “It was the anime and manga I was obsessed with in middle school,” Jiang reflects. “I would secretly draw in my notebook, inspired by the fashion in Nana.” The influence of these early inspirations, combined with the fantasy and playfulness of Japanese manga culture, is unmistakable in Shushu/Tong’s pieces, where fantasy and reality coexist in harmony.

A Brand Shaped by Mentorship and Experience
Both Lei and Jiang’s time in London played a crucial role in shaping their vision. Lei ’s internships with Erdem, Miu Miu, and Simone Rocha provided her with insights into the art of high fashion detailing and sculptural romance, while Jiang’s experience with Gareth Pugh gave her an appreciation for deconstructed, experimental forms. “We are designing for our dreamgirl,” Lei explains. “She is modern, unafraid, and loves the boldness of femininity.” Together, they set out to create Shushu/Tong, named after their respective nicknames, “Shushu” and “Tongtong,” reflecting their close bond and collaborative spirit.

Design Approach: “Romantic Practicality ”and Feminine Power
Shushu/Tong’s aesthetic is an intricate balance of “romantic practicality”— a concept that embraces femininity with a bold edge. “Our generation is creating something new, blending tradition with influences from anime, Hollywood, and Western culture,” says Lei. "This romantic practicality” translates into oversized bows, intricate florals, delicate ruffles, and voluminous silhouettes that feel simultaneously ethereal and grounded, allowing the wearer to embrace a new vision of femininity that is confident, playful, and effortlessly chic.

Craftsmanship and Detail: A Commitment to Artistry
Each piece in a Shushu/Tong collection is crafted with exceptional attention to detail, underscoring the brand’s commitment to quality. Collaborating with skilled artisans across China, Shushu/Tong integrates techniques such as hand-beading and embroidery, imbuing each garment with cultural richness. The use of high-quality materials, including silk, organic cotton, and hand-dyed fabrics, reinforces Shushu/Tong’s dedication to sustainable and responsible luxury, proving that style can be both ethical and exquisitely detailed.

Signature Looks: Iconic Bows, Ruffles, Playful Silhouettes, and Layering Techniques
Shushu/Tong’s distinct look is defined by its iconic use of bows, ruffles, and bold silhouettes that embody a playful, feminine power. “Our bows and ruffles are more than design choices; they are symbols of strength and nostalgia,” notes Jiang. The brand’s silhouettes experiment with proportion and volume, balancing whimsy with sophistication. Adding to this aesthetic signature is Shushu/Tong’s skillful layering of textures and materials, which creates depth and a multi-dimensional appeal. Through delicate tulle, crisp organza, and soft satins layered over structural fabrics, Shushu/Tong creates an interplay of textures that invites wearers into a tactile experience of style.

Cultural Fusion: East Meets West

Eastern Influences: Traditional Motifs with a Contemporary Spin
Shushu/Tong’s collections often incorporate Eastern symbols like the phoenix, symbolizing resilience, and floral elements such as peonies and lotuses, representing wealth and purity. “After the war, external influences flooded China,” Lei reflects. “Imported culture now makes up 60-70% of our background.” This amalgamation is evident in Shushu/Tong s aesthetic, where traditional Chinese motifs are reimagined in a way that feels fresh and relevant to today’s audience, blending heritage with modern fashion language.

Western Inspiration: Avant-Garde Experimentation
Shushu/Tong’s Western influences draw from avant-garde design principles, seen in its architectural shapes and bold, layered forms. Inspired by designers like Maison Margiela, Shushu/Tong adopts deconstructed silhouettes and experimental cuts that challenge the norms of fashion. “Our generation is a mix of everything,” Jiang explains, “and that’s reflected in our designs.” By weaving together Eastern and Western elements, Shushu/Tong captures a global appeal that transcends geographic boundaries.

Balancing Heritage with Modernity
By merging Eastern tradition with Western experimentation, Shushu/Tong reflects a new wave in Chinese fashion, where heritage meets innovation. “The barriers will start to fall with our generation,” Lei says. Through its designs, Shushu/Tong captures the dynamic spirit of a generation unafraid to experiment with identity, style, and tradition, making a bold statement for Chinese fashion on the world stage.

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Iconic Looks and Aesthetic Signatures

Defining Style Elements: Bows, Ruffles, and Volume
Shushu/Tong’s aesthetic is instantly recognizable, thanks to its exaggerated bows, intricate ruffles, and voluminous shapes that redefine femininity. These signature elements aren’t just ornamental— they symbolize the complex, often contradictory facets of femininity that Shushu/Tong celebrates. Oversized bows evoke a sense of whimsy and strength, while ruffles and tiered layers play with movement and lightness, offering wearers a chance to express boldness through soft detailing.

Silhouettes That Speak to Duality
In its exploration of silhouettes, Shushu/Tong blurs the lines between the girl and the woman, using structured, exaggerated forms that offer a sense of both playfulness and maturity. The designers play with layered skirts, puffed sleeves, and asymmetrical cuts, creating garments that feel multidimensional and dynamic. This approach captures Shushu/Tong’s philosophy of merging girlhood nostalgia with the empowered elegance of womanhood, making each look feel like a celebration of identity.

Layering of Textures and Mediums
A distinctive feature of Shushu/Tong’s design is its sophisticated layering of fabrics, textures, and materials, which adds an unmistakable depth to each look. “Our approach to layering isabout creating a story with textures,” Jiang explains. From airy tulle overlays to satin under pinnings and structural fabrics beneath delicate organza, Shushu/Tong’s layering not only enriches each piece visually but also invites wearers into a tactile experience. This multi-dimensionality allows Shushu/Tong to play with light, shadow, and movement, transforming each garment into an immersive art piece that feels both intricate and wearable.

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Shushu/Tong in Pop Culture and the Fashion Industry

Celebrity and Influencer Following
Shushu/Tong’s unique aesthetic has attracted high-profile fans such as Jennie Kim, Olivia Rodrigo, and Sydney Sweeney, amplifying the brand’s reach and appeal. These celebrity endorsements have introduced Shushu/Tong to new audiences, solidifying its status as a culturally rich and artistically innovative label. By gaining visibility through influential figures, Shushu/Tong has resonated with a generation that values individuality, artistry, and self expression, further establishing its position as a brand to watch on the global fashion stage.

Social Media Impact and Industry Influence
With a dynamic presence on platforms like Instagram and Weibo, Shushu/Tong connects with a global audience that shares its appreciation for narrative-driven aesthetics. Through visually captivating posts and thoughtful storytelling, Shushu/Tong communicates its brand philosophy directly to a community of modern consumers who value both cultural expression and aesthetic depth. Shushu/Tong’s impact on the industry has also been bolstered by its appearances at Shanghai Fashion Week and collaborations with platforms like LABELHOOD, which support emerging Chinese designers. This visibility in both local and international media, including features in Vogue China and Harper’s Bazaar, has elevated Shushu/Tong from a niche brand to a key player in China’s burgeoning fashion renaissance.

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Sustainability and Ethical Practices

Sustainable Design and Ethical Production
Shushu/Tong’s commitment to sustainability is evident in its selection of eco-friendly materials, including organic cotton and hand-dyed silks, and in its small-batch production processes, which minimize waste and prioritize quality over quantity. This sustainable approach is integral to Shushu/Tong’s brand identity, reflecting Lei and Jiang’s belief that luxury fashion can, and should, align with environmentally conscious values. By embracing responsible sourcing, Shushu/Tong offers high-quality pieces that respect both the environment and the artisanal heritage of their designs.

Supporting Local Artisans: Celebrating Traditional Craft
By partnering with artisans across China, Shushu/Tong reinforces the value of traditional techniques, such as hand-beading and embroidery, in each collection. “Working with artisans who understand the value of these details adds depth to each piece,” explains Lei, underscoring the brand's dedication to supporting craftsmanship. This collaboration not only enhances the uniqueness of each garment but also preserves the rich cultural heritage of Chinese textile arts, aligning Shushu/Tong’s luxury ethos with social responsibility and cultural respect.

Creating Timeless Pieces for Lasting Impact
Shushu/Tong rejects the transient nature of fast fashion, instead focusing on timeless design that encourages consumers to see each garment as an investment. Through carefully selected materials and meticulous attention to detail, Shushu/Tong promotes a slower, more meaningful approach to fashion. “We want each piece to be cherished and to transcend trends,” says Jiang, capturing the essence of Shushu/Tong’s approach. By offering garments meant to last, Shushu/Tong reinforces a commitment to both sustainability and emotional connection, inviting wearers to invest in pieces they will hold dear over time.

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Shushu/Tong’s Place in the Future of Fashion

A Distinctive Place in the Luxury Market
Shushu/Tong has established itself within a niche luxury market that values cultural richness and artisanal craft over conventional luxury. The brand attracts discerning consumers who seek authenticity, individuality, and a compelling narrative in what they wear. As the fashion industry increasingly embraces brands with strong identities and sustainable practices, Shushu/Tong's dedication to cross-cultural storytelling and ethical production places it at the forefront of this evolving space.

Global Expansion: Sharing the Shushu/Tong Vision Worldwide
Having built a strong foundation in Asia, Shushu/Tong is setting its sights on international expansion. Plans to open flagship stores in major fashion capitals would extend Shushu/Tong’s vision to a global audience, offering consumers worldwide the opportunity to experience the brand’s unique blend of Eastern heritage and Western avant-garde. Additionally, Shushu/Tong is exploring expansions into accessories, which would complement its collections while maintaining its focus on high-quality, artisan-focused pieces. “We are just beginning to bring our story to the world,” notes Jiang, underscoring Shushu/Tong’s ambition to share its nuanced vision of femininity and cultural fusion with fashion lovers everywhere.

Inspiring a New Movement in Fashion
Shushu/Tong represents a broader trend toward fashion that honors heritage, embraces sustainability, and celebrates individuality. “We are a mix of everything, not just Chineseculture,” says Jiang, expressing the brand’s essence. Shushu/Tong’s success inspires other designers to treat fashion as a platform for storytelling, bringing together traditional craftsmanship and modern sensibility. Through its influence, Shushu/Tong is helping to shape a future where fashion is not just a matter of style but an expression of cultural identity, artistry, and personal narrative.

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Conclusion: Shushu/Tong ’s Unique Appeal

A Cultural Bridge Through Modern Fashion
Shushu/Tong’s dedication to merging Eastern and Western influences with a commitment to storytelling and craftsmanship has resulted in a brand that resonates deeply within the luxury fashion world. Redefining femininity with an avant-garde edge, Shushu/Tong offers a powerful vision of luxury that speaks to both the past and the future. Each collection captures the complex spirit of a generation that seeks to express itself through layers of strength, nostalgia, and sophistication. In Shushu/Tong, fashion becomes a language, bridging identities and inviting wearers to engage with culture in a tactile, meaningful way.

The Art of Storytelling in Fashion: More Than Just Clothing
Shushu/Tong demonstrates that fashion is more than a style statement— it is a narrative, a cultural exchange, and a means of self-expression. Each piece invites wearers to explore themes of nostalgia, fantasy, and modern femininity. “Our clothes are about embracing the contradictions of being a woman today,” Lei explains. By honoring heritage and challenging norms, Shushu/Tong offers a philosophy of fashion that is both beautiful and profound, resonating with those who see clothing as an extension of identity and story.

Shushu/Tong—The Dream Girl’s Wardrobe Redefined
As Shushu/Tong continues its journey, it remains a force of innovation, transforming luxury fashion with a blend of artistry, culture, and sustainability. Each collection invites us into a world where East meets West, where tradition meets avant-garde, and where femininity finds its fearless edge. Shushu/Tong doesn’t just dress the dream girl; it creates her, capturing a vision of style that celebrates individuality, elegance, and the transformative power of fashion. In every bow, ruffle, and layered silhouette, Shushu/Tong redefines what it means to be bold, beautiful, and timeless.